The Winners and Losers of the US Election

As we look back on the election, it’s clear that the rules of political endorsement have changed. The line between persuasion and coercion has become thin, and many fans felt alienated by the “all-or-nothing” approach their favourite celebrities took. Below, we break down the winners and losers of this year’s election endorsements and explore how their brand equity may have shifted in the process.

Taylor Swift: Pop’s Political Powerhouse

For years, Taylor Swift carefully avoided the political fray, focusing instead on building a brand that appealed to a diverse and loyal fan base. But as of late, she’s become a vocal figure in progressive politics, using her platform to endorse candidates like Kamala Harris and others aligned with the Democratic Party. Swift’s messaging throughout this election cycle emphasised social justice, climate action and reproductive rights—issues that resonate with a substantial portion of her fan base but not all of it.

The shift from apolitical pop star to politically outspoken figure has alienated some fans who previously connected with Swift for her music and universal themes of love, heartbreak, and self-empowerment. For these fans, Swift’s assertive “if you’re not with us, you’re against us” stance felt like a litmus test they weren’t prepared for. Swift’s brand, once seen as welcoming and inclusive, has transformed into one that feels decidedly partisan, and the reaction has been mixed.

While Swift’s endorsement may have energised her younger, progressive fans, it left many others feeling sidelined. As one fan put it on social media, “I used to love Taylor for her music, not her politics. Now it feels like I can’t separate the two.” For Swift, this endorsement may have solidified her place as a pop-culture activist, but it also risked alienating segments of her fan base who don’t want to be told what to think.

The problem here is that many fans may actually be Republicans, and her stance alienated them and made them feel less than. If for instance, they were Christians and didn’t believe in the open-ended female reproductive stance – they were told by their hero that they were wrong. It’s a tough pill to swallow when you have paid a few hundred dollars for a ticket that ultimately made a singer a billionaire.

Jennifer Lopes: The Latino Vote and a Divisive Message

Jennifer Lopes has long been a beloved figure in the Latino community, admired for her success across music, film, and fashion. In this election, JLo openly campaigned for Kamala Harris, making a point to mobilise the Latino vote around Democratic issues. Yet, her approach took on a tone that many found off-putting. Some felt that her message boiled down to, “If you’re part of my community, you should think the way I do,” which didn’t sit well with everyone.

While Lopes’s intentions may have been to inspire her community to vote, her endorsement felt patronising to some fans. The message was clear: voting against her chosen candidate was, in a sense, a betrayal of community values. For many Latino fans who lean conservative or independent, JLo’s alignment with Harris seemed like an ultimatum rather than a choice, leaving them feeling that they were being painted as outliers in their own community if they didn’t vote as she did.

For Lopes, who has always prided herself on her cultural connection with fans, this endorsement could have unforeseen consequences. While she energised segments of her fan base, she may have inadvertently alienated those who didn’t appreciate being boxed into a particular political viewpoint. This endorsement has raised questions about whether JLo’s brand—built on the celebration of Latino culture—is now aligned more with her political beliefs than with her universal appeal.

Oprah Winfrey: America’s Confidante Goes Partisan

Oprah Winfrey has long been regarded as America’s confidante, a figure whose empathy, wisdom, and personal story have made her an icon across generations. But this election, her support for the Democratic Party and Kamala Harris was more pronounced than ever. Oprah’s messaging was impassioned, urging her fans to “vote their values” and subtly implying that support for Trump was morally incompatible with the values she espouses.

For Oprah, whose brand is rooted in acceptance and understanding, this stance came across as jarring. While her support for Harris is consistent with her personal beliefs, it challenged the perception that Oprah was a unifying figure. Fans who lean right or identify as conservative were left feeling as though Oprah’s “values” excluded them, creating a gap between her inclusive brand and her political endorsement.

In many ways, Oprah’s support for Harris risked eroding the foundation of trust she’s built over decades. Fans used to seeing Oprah as an open-minded mentor now felt that she was speaking from an ideological pedestal, rather than as the empathetic, listening figure they revered. For some, this endorsement was a wake-up call that Oprah’s brand may be less neutral and more partisan than previously thought.

Dwayne “The Rock” Johnson: From Neutral Icon to Political Voice

Dwayne Johnson, or “The Rock,” has spent years cultivating an image as one of America’s most beloved, neutral celebrities, appealing to people across political and cultural lines. However, this election marked a departure as Johnson threw his support behind Kamala Harris. Johnson’s endorsement was polite but firm, suggesting that a vote for Harris aligned with the values of integrity and leadership that he cherishes.

Yet Johnson’s endorsement, while less divisive than others, still left some fans disappointed. For many, Johnson represented a rare celebrity who had managed to remain apolitical, a “people’s champion” who didn’t push an agenda. His endorsement of Harris, however well-intentioned, felt like a shift from that neutrality. Fans who felt a connection with Johnson as an unaligned figure expressed their dismay, saying they now saw him as “just another celebrity” pushing his own views.

For Johnson, the endorsement risked undermining his reputation as a figure of universal appeal. While he still retains a large and loyal fan base, the election has shifted perceptions, and it’s likely some fans now see him less as a neutral figure and more as a partisan actor. Whether this will have a long-term impact on his brand remains to be seen, but for now, Johnson’s brand has shifted from unifying to potentially divisive.

Celebrities Who Stayed Away from Polarising Rhetoric

While many high-profile endorsements came from the progressive side, the Trump campaign saw a different kind of support. Instead of leaning on traditional Hollywood endorsements, Trump’s allies included figures like Elon Musk and Joe Rogan, whose brands are rooted in innovation, resilience and a nonconformist ethos. These endorsements didn’t rely on blanket declarations about who their fans should support but instead aligned with shared values, making them feel less forced and more organic.

Elon Musk’s Endorsement of Trump

Elon Musk, as previously discussed, represents a unique kind of celebrity—one rooted in accomplishment, innovation, and a brand built on risk-taking. Musk’s endorsement of Trump didn’t come with prescriptive language; instead, it was presented as a choice grounded in shared values around innovation, free thought, and independence. Unlike the “all or nothing” endorsements seen from Hollywood, Musk’s support for Trump felt more like a vote of confidence in a shared vision for America.

Musk’s brand, rooted in entrepreneurship and ingenuity, allowed him to support Trump without alienating fans who might disagree. His followers appreciate his unorthodox approach and interpret his endorsement as aligned with his values rather than as an imposition on theirs. Musk’s endorsement worked precisely because it was devoid of moral judgment, giving fans room to interpret it as they saw fit.

For Musk, this election only served to solidify his brand as an unconventional, self-made figure. While many celebrities lost fans by using prescriptive language, Musk’s endorsement reaffirmed his image as a visionary who follows his convictions without demanding conformity from his followers.

A Turning Point in Celebrity Endorsement

This election has been a turning point in how Americans view celebrity endorsements. While past elections saw celebrities as near-universal assets for campaigns, 2024 has shown that fans are increasingly wary of being told how to vote. Endorsements that felt coercive or patronising left many fans feeling alienated, while endorsements rooted in shared values, like those from Elon Musk, resonated more deeply.

The lesson for celebrities is clear: political endorsements carry risks, especially when they come with implications of moral superiority or demand ideological conformity. For the American public, the endorsement game has changed, and stars who fail to recognise the limits of their influence may find themselves losing fans in the process. For Musk and others who navigated these endorsements without alienating followers, the 2024 election has been a testament to the power of authenticity over alignment.

As America redefines what it means to be influential, celebrities face a choice: adapt to a more nuanced approach to endorsement or risk losing their place in the public’s heart. For now, the public seems to favour those who, like Musk, give them the freedom to decide without judgment, offering a vision of what’s possible instead of a mandate on what’s right.